A TV ad boom is on the way but long-term trends look troubling for broadcasters

A recent report suggested that ad revenues could shrink by £364m by 2027

‘Love Island’ is one of the shows ITV hope will fuel an ad boom this year (Rex)

It’s TV advertising boom time. 

That was the takeaway from ITV’s results last week, with the return of Love Island on the way and the Uefa European Championships arriving just as advertisers are preparing to open their wallets in an attempt to capitalise on a vaccine-protected (hopefully) reopening and recovery. 

But what about the longer term?